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2018 is already shaping up to be a year when both Procter & Gamble and Unilever, two of the biggest CPG brands in the world, are demanding more out of their digital advertising by putting pressure on platforms and asking agencies to clean up their act.
As part of P&G’s recent work to reevaluate its marketing spend and weed out spend that is ineffective, the CPG giant said it cut $200 million in spend in 2017.